Author/Authors :
ŞEKERKAYA, Ahmet İstanbul Üniversitesi - İşletme Fakültesi - İşletme Bölümü, Turkey , CENGİZ, Emrah İstanbul Üniversitesi - Siyasal Bilgiler Fakültesi - İşletme Bölümü, Turkey
Title Of Article :
TÜKETİCİLERİN PERAKENDE MARKET ZİNCİRLERİNE YÖNELİK YAPMIŞ OLDUKLARI SATIN ALMA SIKLIKLARINA GÖRE BÖLÜMLENDİRİLMESİ
Abstract :
From industrial revolution to nowadays one of the consequences of great developments and changes in business life is the slide of the change’s focal point between producer and consumer from production point to retailer point which is more attainable for the consumer. Maintaining the power by their direct service for the consumers, retailers, with their brands, have started to compete with global brands. Throughout the years, many local, national and global retailers have started to furnish service to the consumer in parallel with this rapid development. These chains of retailers which have a rivalry and a conflict of market expanding have been trying to impress the consumer with their different characteristics. Within the context of this study, the aim is to group the consumers due to their reasons of choosing retailers and to reveal the relation between consumer demographics and decision of choices. Regarding each market chain, the frequencies of purchasing of consumers living in İstanbul permanently who shops in the related chain of market for the need of themselves and/or their family is discussed.
NaturalLanguageKeyword :
Retailing , Segmentation , Cluster Analysis
JournalTitle :
Journal Of Economics and Administrative Sciences, Ataturk University
